The Effects of Experience Clues on Customer Emotional Perception and Customer Satisfaction - Evidence from Taiwan Convenience Stores

• Main Authors: Yi-ting Hou, 侯宜廷
• Other Authors: Tung-jung Sung
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/352cf2

碩士 === 國立臺灣科技大學 === 設計研究所 === 99 === In the world, Taiwan has the highest density of chain convenience stores that satisfy the shopping habits of all consumer groups. Therefore, it is crucial for most of Taiwanese convenience stores to identify how to create better service experiences to meet customers' needs. In doing so, this study aims to discuss the effects of experience clues on customer perceptions and satisfactions in convenience stores. This study first employed a pilot survey and in-depth interviews to uncover customers’ current and potential expectations and experiences in the convenience stores. After proposing new visual, auditory and olfactory clues designs, this study investigated affect dimensions (such as, valence & arousal) and customer satisfactions (way & result) of 30 the main customers (aged 20-40 years old) and 30 the middle-aged and elderly customers (aged 46-65 years old). The main findings of this study are:1) as for “advertising visual information” under visual clues, the main customers have stronger arousal toward the "new design 2 (dynamic)” than the middle-aged and elderly customers; 2) as for auditory clues, the main customers have more positive and stronger emotion with higher customer satisfactions toward the "jazz music" than the middle-aged and elderly customers, while the latter have more positive and stronger emotion with higher customer satisfactions toward the "new age music” than the former; 3) as for olfactory clues, all of the participants have more positive and stronger emotion with higher customer satisfactions toward the "old odor (coffee)” than other odors. To sum up, this study found that different customer groups and different experience clue designs could affect customers’ emotional perceptions and satisfactions. Finally, it is hoped that the outcome of this study could be a useful reference for the convenience stores to create new servicescapes in the near future.